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Professionalism in marketing: an oxymoron?

In: The Future of Marketing

Author

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  • Michael Thomas

Abstract

Neil Ascherson (Ascherson, 1999), in an essay on Tom Paine, wrote that ‘the sightless psychopath of market forces’ had become sovereign; that ‘all that could be or should be done was to worship him, the only sin was to obstruct his reeling onrush’. He was writing about the political climate of the first Thatcher administration. The following question is posed in this chapter: are we, professional marketers, ‘the sightless psychopaths of market forces’? The aim of this chapter is to examine the nature of professionalism, particularly what we will call civic professionalism. We will contrast it with market professionalism, the name we give to current perceptions of the practice of marketing. We will ask what may have to develop if marketers are to become social trustees, trusteeship being the hallmark of a civic profession.

Suggested Citation

  • Michael Thomas, 2003. "Professionalism in marketing: an oxymoron?," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), The Future of Marketing, chapter 0, pages 82-97, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59985-7_5
    DOI: 10.1057/9780230599857_5
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